We just received an e-mail from Warner Brothers letting us know about a rather last minute swap for the release date of their upcoming rom-com Going The Distance starring Drew Barrymore and Justin Long. The film was originally supposed to be released on August 27th 2010 but has just been pushed to September 3rd 2010, which also happens to be Labor Day weekend (not quite as big of deal as “The Will Smith Blockbuster Weekend” aka 4th of July weekend, but still a money-maker!).
The move makes senses, seeing as they don’t have much competition over the big weekend from The American or Machete, and Eat Pray Love won’t still be pulling in as many viewers… the only odd thing is why they didn’t think of this sooner? Someone get a really large sharpie and start fixing those billboards! Dan Fellman, Warner Bros. Pictures President of Domestic Distribution released a statement as to why they’ve made the swap…
“Moving to the Labor Day weekend not only allows us to take advantage of the long holiday weekend, but gives us some distance from the other female-driven films releasing in August. Additionally, we have an opportunity to build more awareness and word-of-mouth for a movie we believe has strong appeal for a broad audience.”
Yeap. Makes sense. Long weekend. More viewers. Less competition. More money! Well, at least they’re hoping!
Check out the trailer for the Going the Distance now!
What do you think about the swap in dates? Think it’ll help it make the film more of a hit?